SonyBMG directs fans of new signing El Presidente online
SonyBMG is using digital to launch El Presidente, the first artist it is promoting in a joint-venture deal with Scottish label One Records.
The band is being promoted via email marketing and mobile messaging, which will direct fans to its new web site (www.el-presidente.co.uk).
Dan Ayers, new media marketing manager at SonyBMG, which is soft-launching the web site, said: "We are looking to develop the voice and image of the band through the site and all promotion will initially direct people online."
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El Presidente's first release will be a 10in vinyl single on 24 January, with an album following later in the year.
Ayers said the promotion was supported by the success of the new media work launching SonyBMG's Kasabian, who sold over 75,000 copies of their debut album in 2004. "Online was vital for helping to get fans involved with the band. It also helps us to understand whether they will buy multiple formats of a release, say. And the fact that El Presidente's biography is written by Marvel Comics star Mark Millar has given us further creative opportunities."
The site was developed by Bluish and Traffic is building an online fan community.
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